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Fenty Beauty by singer Rihanna , is a cosmetics brand launched in September In June , Rihanna trademarked her surname, Fenty, for use on an array of products, leading to speculation that she would begin working on endeavours other than her music; Fenty Beauty was among these new trademarks.
In , Rihanna launched Fenty Beauty at 29 years old. Rihanna, who is from Barbados , created Fenty Beauty for the inclusion of all skin tones.
In February , Fenty Beauty released an ad featuring Saweetie that showed a group of women getting ready to attend the Super Bowl. As with the product line, Fenty Beauty also drew international acclaim for the diversity of its advertising campaign, which prominently featured numerous black models and other models of color. Fenty Beauty has notably embraced makeup use across gender lines,  producing an ad in March called "My Fenty, My Mood", in which Instagram star and comedian Kway plays his comic character Titi promoting the brand.
Rihanna has drawn some criticism for failing to cast transgender models in Fenty Beauty campaigns.
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A Fenty Beauty display at Sephora on September 23, , shortly after launch.